부동산 유튜브 서비스 품질이 재시청의도에 미치는 영향에 관한 연구

Considering the real estate channel in YouTube as a quality, this study was aimed to review the service characteristics of YouTube channel systematically and to find out how they affected the perceived values and re-watching intention of the viewers. A survey research was conducted with the subjects nationwide over 20 years old that had experienced to watch real estate services in YouTube from July 15th to 25th, 2020, and a total of 511 samples were used for the analysis. SPSS 23.0 and AMOS 23.0 programs were used for the analysis tools. The results of this study are as follows. First, the elements related to platform, creators, and contents showed the positive influence, significantly, with respect to the functional value as a perceived value; and the elements related to contents only showed the positive influence, significantly, with respect to the emotional value, among the service qualities of real estate in YouTube. Second, the elements related to platform and contents showed the positive influence, significantly, on the intention of re-watching among the service qualities of real estate in YouTube. Third, the elements related to functional and emotional values that were perceived values of real estate services in YouTube showed the positive influence, significantly, on the intention of re-watching. Fourth, the perceived value in the relationship between the service qualities of real estate in YouTube and intention of re-watching showed the significant mediated effect.